Our Work - Student Aid Alberta - ZGM Collaborative Marketing

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Student Aid Alberta


The Government of Alberta



For Student Aid Alberta, we created a campaign that let students know the government was there for them if they needed a loan to pay for tuition, books…or beer bongs. 

The Challenge

Change the negative perceptions around student loans. 

The Solution

To overcome the negative perceptions around the student loan process, we created a campaign that celebrated unique aspects of student life, such as strong coffee, macaroni and cheese, backpacks and all-nighters. This tongue in cheek campaign showed students that Student Aid Alberta understood their lifestyle, and, more importantly, that they were there for them if they needed financial assistance to make their student dream a reality.

Cinema Spot

Radio 1

Radio 2